The competitive grocery retail landscape is quickly changing and there are two primary trends behind this changing environment: a changing consumer, who is bringing new purchase decision triggers into the marketplace, and a changing competitive marketplace which has put new pressures on traditional grocery retailers.
The changing consumer, mostly driven by trends we saw emerge with millennials (ages 18-35), is looking for more information about the products she purchases. Specifically, consumers are looking for transparency in the food production process. This means they want to know about the farmers that produced the food; how they produced it, such as the on-farm production practices that were used; and they want to know that the animals were well cared for in the process.